Members who received at least one phone call, email, text, or social media message from their health club were more than twice as likely to be a Promoter than a Detractor, according to the new IHRSA Member Retention Report (Volume 3, Issue 2).
The report was conducted in partnership with The Retention People (TRP) and builds upon the previous installment, focusing on the impact of the Net Promoter Score® on club member retention. Based on a survey of more than 10,000 health club members in the UK, the current edition examines how communication strategy, member progress, and the impact of club improvements and inconveniences affect retention.
Not surprisingly, member progress with goals also affects NPS status. Roughly two-thirds or more of members who indicated making progress were promoters, in comparison with detractors. Sociability also ranked high among Promoters, as 70 percent of members that reported having made new friends were promoters.
“Understanding the mindset of Promoters is critical to improving overall member satisfaction, which has a direct impact on improving retention,” said Phil Bonomo, director of TRP North America. “TRP will be studying promoters in depth during an upcoming, first of its kind, North American health club member ‘longitudinal study.’ This study will track active club members over a multi-year period and provide meaningful insight into what makes a Promoter, and how clubs create a culture that yields more Promoters than Detractors.”